The spot premiered live on YouTube during the Super Bowl and went on to win a Regional Emmy Award (2016). Beyond accolades, it served as a platform for its founder’s message of redemption and dialogue — proving that meaningful change can come from even the smallest resources.
Result
We shot everything in a single day at a small Los Angeles studio, capturing both talent and narration. The pared-down setting kept the focus on authenticity and story. I oversaw post-production to ensure the pacing and tone felt human — never sensationalized.
Process
As creative director and producer, I developed the concept, directed the shoot, and oversaw all post-production. With only a $1,000 grant from the outgoing Obama administration and a four-hour studio window, every decision had to maximize emotional impact and efficiency.
Approach
Challenge
In 2015, I was approached to bring to life a PSA for Free Radicals, a new anti-hate organization founded by a former white-nationalist leader who had dedicated his life to reversing the harm he once caused. The challenge: turn a loose concept into a compelling national message with virtually no resources.
Free Radicals — Emmy Award-Winning PSA
A fast-turnaround PSA created for a former white-nationalist-turned-activist’s anti-hate organization. Produced start-to-finish in one month on a $1,000 budget — and ultimately honored with a regional Emmy Award.
Creative Direction / Production / Writing